全球发展趋势下的新人文主义（英文版）.pdfVIP

研报客 CONNECTING THE TRENDS: NEW HUMANITY 研报客 In 2019, the value of purpose beyond control is one of the biggest drivers of profit remains high. However, stakeholders behaviour.” are increasingly seeking a tangible experience of that sense of purpose. While such shifts are often presumed to Furthermore, an experience catered to apply largely to consumers, the majority of them and their needs, as opposed to an trends suggests this new reality is experience they need to seek out or currently being experienced throughout all tolerate by necessity. It’s not enough for aspects of the global communications stakeholders to hear about a sense of framework. purpose. They need to feel the difference. Professionals, for example, are seeking a “Right now, it’s less about creating a more tangible, human-led relationship with series of messages to connect with a their employer brands. particular audience – and more about creating a series of connected, personal Business-to-Business services are experiences. A series of experiences that growing increasingly more individualised. creates a space wherein a stakeholder feels The transformation can be seen most more safe; more in control,” says Ian clearly in the ongoing explosion of trends Rumsby, chair, strategy, Asia Pacific. within three key areas of global industry: Digital Gets Physical; Diversity, Equity